Hyundai Motor America today launched a Customer Assurance program “in response to dynamic market conditions and the potential impact of tariffs on the automotive industry.” This proposal may help customers who purchase or lease any new Hyundai vehicle between today and 2 June 2025. They might not see any increase in the Manufacturer’s Suggested Retail Price (MSRP) during the protection period. Genesis is also part of the proposal. However, dealers are able to set actual price of a vehicle under various State franchise laws and regulations. [See footnote 1] This appears to be a negotiating strategy with the lame-duck U.S. president, aka April Fool, who has just presented Wall Street with its worst week since the last Trump Administration.*
“At Hyundai, we have a long history of providing value and doing what’s right for our customers and communities,” claimed José Muñoz, president and CEO, Hyundai Motor Company, which includes the Genesis Hyundai and Kia brands. “We know consumers are uncertain about the potential for rising prices and we want to provide them with some stability in the coming months,” said Muñoz.
“Our commitment to maintaining the MSRP is another example of the focus we place on the consumer,” said Randy Parker, CEO, Hyundai Motor North America. “We understand the challenges consumers face in today’s economic climate, and we want to continue the momentum from record sales in March and the first quarter. This initiative builds on Hyundai’s legacy of supporting American consumers and investing in the U.S. market.”
Two weeks ago, Hyundai Motor Group announced an investment of $21 billion in the United States from 2025 to 2028 to expand manufacturing capabilities, advanced future technologies, and energy infrastructure in America. Hyundai claims it will create more than 100,000 direct and indirect jobs. This latest U.S. investment builds on the Group’s existing allocation of ~$20.5 billion since entering the U.S. market in 1986 that has created more than 570,000 jobs, by Hyundai’s tally.
*AutoInformed on
Inevitable Hyundai Footnote
[1] Hyundai Customer Assurance applies to the manufacturer’s suggested retail price (“MSRP”) for new Hyundai vehicles sold on or before June 2, 2025. Hyundai Motor America will not increase the MSRP for new Hyundai vehicles on or before June 2, 2025. Dealer sets actual price of vehicle. MSRP excludes freight charges, tax, title, and license fees. Freight charges and actual dealer prices may vary. Must take delivery from dealer stock by 2 June 2025. See a participating Hyundai dealer for details.
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn.
He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe.
Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap.
AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks.
Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.
Trumped? Hyundai Says It Will Maintain Current MSRPs
Hyundai Motor America today launched a Customer Assurance program “in response to dynamic market conditions and the potential impact of tariffs on the automotive industry.” This proposal may help customers who purchase or lease any new Hyundai vehicle between today and 2 June 2025. They might not see any increase in the Manufacturer’s Suggested Retail Price (MSRP) during the protection period. Genesis is also part of the proposal. However, dealers are able to set actual price of a vehicle under various State franchise laws and regulations. [See footnote 1] This appears to be a negotiating strategy with the lame-duck U.S. president, aka April Fool, who has just presented Wall Street with its worst week since the last Trump Administration.*
“At Hyundai, we have a long history of providing value and doing what’s right for our customers and communities,” claimed José Muñoz, president and CEO, Hyundai Motor Company, which includes the Genesis Hyundai and Kia brands. “We know consumers are uncertain about the potential for rising prices and we want to provide them with some stability in the coming months,” said Muñoz.
“Our commitment to maintaining the MSRP is another example of the focus we place on the consumer,” said Randy Parker, CEO, Hyundai Motor North America. “We understand the challenges consumers face in today’s economic climate, and we want to continue the momentum from record sales in March and the first quarter. This initiative builds on Hyundai’s legacy of supporting American consumers and investing in the U.S. market.”
Two weeks ago, Hyundai Motor Group announced an investment of $21 billion in the United States from 2025 to 2028 to expand manufacturing capabilities, advanced future technologies, and energy infrastructure in America. Hyundai claims it will create more than 100,000 direct and indirect jobs. This latest U.S. investment builds on the Group’s existing allocation of ~$20.5 billion since entering the U.S. market in 1986 that has created more than 570,000 jobs, by Hyundai’s tally.
*AutoInformed on
Inevitable Hyundai Footnote
[1] Hyundai Customer Assurance applies to the manufacturer’s suggested retail price (“MSRP”) for new Hyundai vehicles sold on or before June 2, 2025. Hyundai Motor America will not increase the MSRP for new Hyundai vehicles on or before June 2, 2025. Dealer sets actual price of vehicle. MSRP excludes freight charges, tax, title, and license fees. Freight charges and actual dealer prices may vary. Must take delivery from dealer stock by 2 June 2025. See a participating Hyundai dealer for details.
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn. He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe. Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap. AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks. Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.